The Year of Living Viral

Mail blitzes, email campaigns, Newsletters, SEO, content management and social media. Just when the marketing list seemed to have retreated, another strategy pops up: going viral.

Viral marketing is the latest method to gain Web visibility. It's a combination of deft tactics melded with empirical testing. When executed properly, an organization can push its message with a lightning return that can produce long-term staying power.

With its multi-channel instantaneous communication mode, Social Media delivers the message to hundreds and thousands of contacts. If the message is of value – as defined by the contacts – Facebook participants post and share the video on their wall or profile for all to see; it gets tweeted and retweeted on Twitter; shared in LinkedIn member groups or liked/commented on YouTube.

The strands of social media stream the viral message across the Internet. Organizations with a strong social media presence can create the viral alchemy. Script a video, assemble a cast, a camera and sound, and then fine-tune in post-production. Then, it's ready to be put on YouTube.

The effect can be a contagion, a virus-like spread of an organization’s message. Most important, YouTube and other Social Media count the number of views, likes or other actions, so the campaign is metrically precise and can be utilized as a bench mark for future viral expeditions. Viral marketing is one of the few marketing methods that can be both a short and a long tail communication medium.

To test the viral method, created a 1 minute and 33 second video – What Older Women Say – on February 2, 2012, and uploaded it on the 3rd. As of pre-distribution - February 13 - it had received 7,752 in 10 days, or 775.2 hits per day for its humorous message. It was's first attempt at creatively defining itself and pointing towards future viral efforts.

Enjoy the YouTube starring an unknown local talent – What Older Women Say.